Abstract:

This paper describes how Neuro Linguistic Progamming as a technique can be integrated in qualitative research with children to enhance the effectiveness. We propose that this integration leads to more valuable results than generally is expected with regard to pretesting advertising with children from six up to eight years of age. Herewith we take the view that these children could give relevant information, which as a result of development related factors, is hardly accessible with normal qualitative techniques. At the time of writing this paper, research is on its way to demonstrate the above. At the seminar we will present the results.